As part of our efforts to promote my Indianapolis search engine optimization company, we've become a full-season sponsor of the BAM Racing #49 Sprint Cup car. I have already benefitted from the association with the team, beacause it is a natural fit for a company called DRIVE. What I discovered today, when the car failed to qualify for the Daytona 500, is that when you throw your support behind an underdog in the big leagues, you better be prepared for dissappointment.

Of course, the only reason I was watching the race during the middle of a work day was to see how my team did. I would never consider such a distraction otherwise. In addition to the down side of missing the show on Sunday, I discovered that during the upcoming season I won't be able to actually enjoy the races from my usual fan's perspective because of my involvement with the team.

So be sure when you commit to being a sponsor of an event or organization that you understand your perspective will immediately change as a result, and that your ability to innocently appreciate that entity as an outside observer will forver change.

We'll see how this sponsorship deal turns out as far as our marketing strategy and tactics development are concerned, but at least during the one-year evaluation period it gives me something to write about on a continual basis during the season. I guess I'll be rooting for the other underdogs during the race, including Indianapolis native John Andretti, but my thoughts will be on the #49 car making the race the following week.

If your a race fan, be sure to enter our VIP Race Weekend Sweepstakes for a chance to spend an unforgettable weekend with the #49 team in 2009.